All: Pop advertises the Clyde car subscription
Since the beginning of 2024, Clyde has relied 100% on e-mobility, making it the first subscription company in Switzerland to rely entirely on an electric fleet. The Zurich agency Pop Creative Services was commissioned by Clyde to develop a campaign to emphasize the customer benefits and get to the heart of the matter: short, compact, concise and omnichannel. CRK supported the PR and media work.
The challenge was to convey Clyde's diverse messages and unique selling points quickly and simply. Pop then developed a campaign presence that conveys the Clyde offer in the visually charged keyword "All".
The integrated campaign approach with additional re-targeting measures is designed to ensure that the focus is on differentiation potential at all levels - from brand to sales communication: "All electric. All inclusive" shows that Clyde is the first and only Swiss car subscription that relies 100% on e-mobility and includes all costs. The campaign also picks up on the brand promise of a new form of mobility that meets people's needs: holistic mobility solutions that correspond to a contemporary and sustainable lifestyle.
The campaign is divided into three phases in which the "100% Electric" positioning of the Clyde brand is emphasized. At the same time, the subscription sales of the electric cars are promoted with special prices. The aim is to take users on an emotional journey with lots of moving image content and then show them the right electric car for their taste. The advertising material is played out in the digital space via programmatic display, native advertising, social media, YouTube and Google Discovery Ads with the support of Drop8, Swiss Online Publishing and Dept. The image video was created by Alpineracer.
The agency is also supporting CRK with PR and media work to position Clyde's offering. An exclusive mobility guide is being launched in collaboration with Nau.ch. The articles are advertised on Livesystems' DOOH channels - including post office counters, petrol stations and public transport - throughout Switzerland.
Responsible at Clyde: Renato Späni (Head of Marketing), Fabian Huber (Project Management, Performance Marketing), Livia Decurtins (Marketing Communications), Raphael Schöni (Content Management), Chris Doerschel (Brand Design). Responsible at Pop: Michi Benz (Strategy & Consulting), Roli Hofer (Creative Director). Responsible at Drop8: Fabrice Lalive (Director Innovation & Technology), Sam Lutz (Founder & CEO), Miguel Pinto Alvez (Programmatic Campaign Manager). Responsible at Swiss Online Publishing: Predrag Djokovic (Project Coordinator Digital Marketing). Responsible at Dept: Miro Andrea Teufer (Business Development), Jennifer Loaiza (SEA Project Manager). Responsible at Alpineracer: Cyrill Zürcher (Project Management), Seya Eggler (Founder & Creator). Responsible at CRK: Caroline Hulliger (consulting, project management), Marie-Joëlle Eschmann (consulting, project management), Jeanine Häfliger (consulting).
